Photo of the completed elevator test tower and LED media façade

Self-initiated animation that inspired the LED media façade

Programming the content schedule was as important as creating content suitable for this giant, public-facing canvas. Dayparting included considerations for rush-hour traffic, high-contrast graphic content during daylight, choreographed architectural lighting and video content, and both pre-rendered and generative animations. A special “VIP Button” was also developed to allow a takeover of scheduled content for a special event, like the celebration of the Braves winning a home game at the adjacent stadium.

TKE Media Façade

As soon as I saw designs for a 420’ tower in the Battery Park area of Atlanta, GA, I knew it offered TKE (formerly ThyssenKrupp Elevators) an extraordinary opportunity for brand exposure and a visual means of storytelling & connecting with the city. Teammates projected an advertising value of $5.5M over 5 years and increased revenue due to brand awareness and product acceptance of $25M+ just for a static logo on the tower. I had a vision for something much more dynamic: a media façade that takes advantage of the unique seamless building structure and could highlight the futuristic vertical and horizontal elevators the company will be testing.

I created an animation showing this concept on my own time, one that uses fluid simulation to turn elevator movement into art. It inspired the architectural team, the client, and ultimately the CEO to invest in the development of a custom LED product by a local manufacturer and a library of content for the building’s grand opening. It is incredibly rewarding to see this concept come to life and I am thankful to all that helped refine and expand the idea along the way.

ClientTKE (ThyssenKrupp Elevators)ServicesBrand Design, Digital Experience Design, ConsultingYear2021LinkTKE.com